What Are The Key Features Of Online Marketing?

The key to online marketing can vary depending on various factors such as the specific goals, target audience, industry, and competitive landscape.

It seems like you’re emphasizing the importance of knowledge, communication skills, expertise in the field, and understanding the client’s needs when it comes to answering questions and providing valuable insights. Additionally, you mention the relevance of PPC (Pay-Per-Click) campaign management in showing appreciation for a business. PPC campaigns can be an effective way to drive targeted traffic to a website and achieve specific business goals.

Definition of goals

That’s great to hear that you are experienced in PPC campaign management and have a clear understanding of the goals that need to be achieved. Indeed, setting specific goals is crucial for measuring the success of PPC campaigns. Lead generation, e-commerce purchases, and social media engagement are common goals in PPC campaigns, each requiring a different approach and measurement strategy.

For lead generation, you may track conversions, such as form submissions or newsletter sign-ups, using conversion tracking tools available in platforms like Google Ads. E-commerce purchases can be tracked using tools like Google Analytics e-commerce tracking, which provides valuable insights into revenue, average order value, and other key metrics.

Benchmark

I often get a magical question at meetings: How is our competition doing? 

In online marketing, we can answer it promptly. Google Analytics knows  Benchmark – Comparison. We can see the data if we have enabled anonymous data sharing.

We can get the following data from these dimensions:

• Default  channel grouping (Social Networks, Direct Traffic, Referral, Organic Search, Paid Search, Display and Email channels)
• Location (country or territory)
• Device (such as desktop, mobile, and tablet)

We have information on these metrics:

• Number of sessions
• % of new sessions
• Number of sessions from new users
• Number of pages per session
• Average session duration
• Bounce rate

We can see how we compare to our domestic competition, but we can also look at information about markets in other countries. Most often, we encounter the fact that some channel lags behind others. You have to compare yourself with the best on the market.

Addressing traffic from Organic Searches will also improve the results of getting traffic from Paid searches. Campaigns focused on the brand will lead to the growth of Direct traffic. The benchmark will help determine which path we can take. Let’s prefer the source where we can create quality content for the user.

Audiences

Google Analytics provides robust features that allow you to create influential audiences and customer segments. These features help you better understand your website visitors, their behaviors, and their characteristics. By creating targeted audiences and segments, you can tailor your marketing efforts to specific groups and deliver more personalized and relevant experiences.

We can create audiences according to the following:

• Active users
• Demographic data – age, gender
• Geographic data – language, region
• Behaviour – new and returning users, frequency and recency, interaction
• Technology – browser and OS, network
• Mobile devices – a specific type of device
• Custom – defined by the user, e.g. inclusion of the user in the rebate category

Remarketing audiences – audiences based on achieved goals

• different remarketing audiences formed based on audience segments

PPC

When setting up PPC campaigns, goals and audiences are always set in Google Analytics, and an overview of how online marketing options are used is obtained. Advertising campaigns in AdWords will tell how the website is doing regarding the relevance of content to keywords and the relevance of landing pages to relevant advertising – we will know the quality score.

Quality Score

Quality Score is an important metric used in online advertising platforms like Google Ads to evaluate the quality and relevance of your ads, keywords, and landing pages. It is a numerical representation that reflects the relationship between these elements and the expected click-through rate (CTR) of your ads.

The Quality Score is typically measured on a scale from 1 to 10, with 10 being the highest score. A higher Quality Score indicates that your ads, keywords, and landing pages are considered more relevant and valuable to users.

SEO on page factory

The relevance between the advertisement and the chosen keywords can be evaluated based on SEO on-page factors. On-page factors, such as the title tag, heading tags (like h1), and meta descriptions, play a crucial role in signaling the relevance of your webpage to the chosen keywords.

These on-page elements provide search engine with important signals about the content of your page and help determine its ranking for specific search queries. Optimizing these elements with relevant keywords and compelling descriptions can improve the chances of your webpage appearing in search results when users search for related terms.

In conclusion

online marketing success comes from a combination of these key elements tailored to your specific business objectives and audience. It’s important to have a well-rounded and integrated approach that focuses on delivering value, building relationships, and achieving your marketing goals.

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